Star TV India has shut down its youth entertainment/music service, Channel V.

The channel, which was a phenomenon in the 90s has found survival difficult due to the pressures from digital technology such as mobile phones where music videos are easily accessible. The start of the end was when the channel decided to axe its youth reality and fiction shows last year due to budget constraints.

Social media has already gone into a frenzy after the news emerged. VJs, actors and the industry have been paying tributes to the channel and sharing fond memories of Channel V, which has become the latest victim of the ever changing digital times.

Channel V has been replaced by a Kannada sports channel.